Volvic Juiced, the UK’s no.1 juicy water brand, is launching its biggest ever brand campaign and innovation launch, including media partnerships, OOH, experiential, sampling and digital and face-to-face couponing.
The £1.8m marketing campaign is focused on recruiting new consumers into the brand and supporting the launch of its new Volvic Juiced Tropical 50cl variant. The campaign launched this week and will run throughout the summer months.
The campaign celebrates the small victories in everyday life, like successfully putting together flat pack furniture or the joy of nabbing the last parking space at the supermarket. These universal everyday moments will be bought to life via a complete 360° activation including E4 sponsorship, outdoor, in-store POS, limited edition 50cl packs and a heavyweight social media campaign.
The E4 sponsorship is part of Volvic’s year long partnership with Channel 4, sponsoring ‘Unstoppable Moments on 4’. The E4 programming strand will run across shows, such as The Inbetweeners and Two Broke Girls, which embody Volvic Juiced’s brand personality and will give the brand year-round presence on TV.
Tom Hickton, Volvic Marketing Manager said: ‘Volvic Juiced is all about enjoying the brighter side of life & having a positive outlook. This campaign really brings this to life in a way that everyone can identify with.’
Juiced Tropical is a combination of Mango & Passionfruit fruit juice and Volvic natural mineral water. Juiced Tropical 500ml launched in April this year and is now available nationwide. To drive awareness and trial of the new flavour, Volvic are giving consumers the opportunity to try a free sample via a digital voucher linked to the outdoor posters for two weeks from Monday 9th May.
Volvic will also be touring the nation for eight weeks across July and August with an unstoppable team of brand ambassadors, handing out over 500,000 samples of the new flavours from Juiced and Touch of Fruit.
Consumers will also receive a coupon with their sample to drive repeat purchase in store. The disruptive, engaging sampling experience will inspire the nation to make the most of their day, as well as showcasing the great range of products available from Volvic.
Volvic Natural Mineral Water is sourced in the French Auvergne region, where it is filtered through six layers of volcanic rock which gives it a unique volcanic mineral composition. Volvic is sold in more than 60 countries and includes natural mineral water and flavoured drink ranges.
Volvic Juiced is a combination of Volvic natural mineral water and fruit juice from concentrate and is available in Orange, Berry Medley, Apple, Lemonade and Tropical flavours.
Volvic Touch of Fruit combines still Volvic mineral water with natural fruit flavours and is available in Strawberry, Lemon & Lime, Summer Fruits, Orange & Peach, Cherry and Tropical flavours. Volvic Touch of Fruit Sugar Free is available in Strawberry, Lemon & Lime and new Orange flavour. Volvic Touch of Fruit Sparkling is available in Strawberry & Raspberry, Lemon & Lime and Mango & Passionfruit flavours.
The Volvic brand is owned and marketed in the UK by Danone Waters (UK & Ireland) Limited (DWUK) which also owns evian and BADOIT.